In the days when web applications were king, this type of insight was doable with simple web analytics and similar tools. Today, continual experience optimization is much more difficult because of:

Multiple interaction channels. You must collect, correlate, and analyze data in a coherent way across multiple channels of customer interaction. A single customer interaction may cross between channels or even use more than one channel at the same time.

Many back end servers. You must integrate data from multiple back end servers including recommendation engines, commerce, mobile application servers, digital asset management, community, collaboration, messaging, and more.

The need for rapid change. You must quickly change any or all of your digital experiences and back end services based on what you’ve learned.

The need for contextual experiences. You must use each individual customer’s context to dynamically adjust experiences in real-time.